Marketing Secrets with Russell Brunson - RANT: You Attract Who You Are, Not Who You Want

Episode Date: December 27, 2021

In a rare Russell rant, find out what made him upset today, and how you can protect yourself from annoying customers. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Hey everyone, it's Russell Brunson here, and today I've got a bit of a rant to share on the Marketing Secrets podcast. Now, I'm usually a positive guy, but today, I'm feeling slightly annoyed. Let me tell you why. I pour my heart and soul into serving people. I work tirelessly, create valuable offers, and invest millions to simplify and change lives. Yet, there's a small but vocal group of people who seem to despise success. They put up barriers and complain, hindering their own progress. Let me give you some context. We're in the midst of launching Dan Kennedy's newsletter, and while I know it'll yield long-term ROI, the upfront investment is staggering. I had to acquire Dan's company, negotiate, write content, hire teams – the costs are astronomical. And yet, we're offering $20,000 worth of bonuses for just $97 a month after a free trial. It frustrates me to see some people's attitudes. They want the freebies but balk at a slight inconvenience, like higher shipping fees. Instead of quietly canceling, they make a scene on Facebook, airing their grievances. It's mind-boggling. But here's the thing: You attract who you are, not who you want. I've noticed this pattern for years. Within minutes of meeting someone, I can tell if they'll be successful based on their mindset and attitude. It's uncanny. So, if you're the kind of person who complains, refunds, and blames others, guess what? That's the kind of customers you'll attract. But if you take personal responsibility, seek value, and show gratitude, you'll draw in like-minded individuals. I've refunded a product only once in over 20 years, and even then, the person gave me the refund without making a fuss. Why? Because I take responsibility for my choices. I dig for value and don't expect it to be handed to me on a silver platter. So, my message to you is simple: Become the kind of customer you want to be. Take ownership, seek value, and show gratitude. That's how you attract success. Alright, I've got to run to my daughter's Christmas concert. Take care, and I'll catch you later. Bye, everyone! Learn more about your ad choices. Visit megaphone.fm/adchoices

Metro Links and Cross Links are reminding everyone to be careful as Eglinton Crosstown LRT train testing is in progress. Please be alert as trains can pass at any time on the tracks. Remember to follow all traffic signals, be careful along our tracks, and only make left turns where it's safe to do so. Be alert, be aware, and stay safe. What's up everybody? Today I want to welcome you to the Marketing Secrets Rant. That's right, today we're going on a rant. So the big question is this, how are entrepreneurs like us who didn't cheat and take on venture capital, who are spending money from our own pockets, how do we market in a way that lets us get our products and our services and the things that we believe in out to the world and yet still remain profitable? That is the question and this podcast will give you the answer.

My name is Russell Brunson and welcome to Marketing Secrets. All right, I don't rant often. I'm a pretty positive guy. But I'm not going to lie. I am slightly annoyed this morning. And it's because people, like I kill myself to try to serve people. I try my best. I make irresistible offers. I stay up all night.

I work hard. I create good things. I spend millions of dollars acquiring companies so I can give it to people in a simplified format and change their lives. And I risk insane amounts trying to give people my entire everything for almost nothing. Like it is, it is ridiculous when you look at like, just like, and this is coming in the middle of us launching the whole Dan Kennedy relaunch, the new offer, the new newsletter, all that kind of stuff. Right. And so the context of it is like, and yes, I'm gonna make money in the longterm because

that's, you know, I'm, if you look at my disc profile, my value, my number one value is ROI. So if I can't see the ROI of something, I don't do it. So yes, there's a huge positive ROI and I get it. I'm gonna make a bunch of money on the deal when all said and done. But I want people to understand like the investment upfront for me to be able to give people access to this information, right? First off, I had to buy Dan Kennedy's company for multiple, multiple, multiple millions

of dollars upfront, right? So there's that. Then I had to go through all this stuff and then negotiating and working and then writing the newsletter, writing the offer and creating this offer and hiring copywriters and designers and like the upfront costs now in me being able to give people access to the most incredible free gift ever is insane. Like, like yeah, multiple, multiple, multiple millions of dollars plus time, effort, stress, headache to be able to give people this offer where we're literally giving people $20,000 in bonuses for free when they subscribe to this

newsletter. Right. And so, um, for me, it's like, man, if people realize what it's taken me to be able to give this thing to people as a gift, it would be, it'd be awesome, right? Like they make man, Russell, I can't believe how much money you invested so that I could have access to this really cool thing. Right. Um, and, and that's literally $97 a month after the trial and you get a whole 30 day trial, you get a full newsletter for free and you get $20,000 in products and bonuses and all that stuff that Russell had to spend multiple millions of dollars on. You get it all for free just for like test driving this newsletter. Right. And I get it. It's the offer. So it's exciting. But what blows my mind is, and again, I'm speaking, I'm speaking to the choir and preaching to the choir, right? Most everyone is cool and understanding, but

there's a small percentage of people who literally hate success so much that they like put up all these barriers to make them not be successful. And it blows my mind. And it's all just this little mindset thing. It's like a little tweak in their brains. They keep them from having success. And it's a pattern that's been happening throughout their lives. And so, and so typically I kind of like shelter myself from most of the, the feedback that's not positive or that people have, uh, because it's just, you know, our community is so big now that if I looked at every complaint, every frustration of everything, like it would drown

me and I would not want to produce. So I have gatekeepers in there and almost everywhere to, to make sure that, um, I'm focusing on the positive things and they're taking care of any of the cleanup stuff that we need to do. Right. And that's not true in any business, but I think right now it's because we're in this launch. It's like, I know how much I've invested, how much I'm killing myself to hopefully in a year to get a positive ROI on my investment and then, you know, continue to serve people. Right. Um,

but it's just funny. Cause like, because it's in the middle of launch, I'm in the Facebook groups. I'm in the things like I'm, I'm more aware of all this stuff. And so while I see the positive, I also, the, the few negatives that pop up, right. Blaringly in my face. And it's just like, you know, like in the morning, open my Facebook. And the first thing I see are the people who, you know, are the negative ones. Like they somehow magically Facebook lets their, their posts be the first thing I see my feet every morning. And so, um, anyway, so I wanted to, I wanted to talk about this. This is my rant that hopefully will serve Sirichi, hopefully in one way or the other. So if you rewind back to pre-Russell Brunson, as you know him now, back when we were doing events before Fun Hockey Live and things like that, where they were smaller, we would do

these events at our office that had anywhere from 10 people at the low end to 30 to 40 people in the big end. And we do these workshops, people come to Boise, we do these little mini events and we take people around the office and we train them. And it was really fun. But what was always fascinating to me is within about five minutes of me having everyone in the room and, and, you know, starting to talk and answer some questions, introducing people, I could tell within five minutes with almost 100% accuracy, if someone would be successful or not. It's fascinating. Um, in fact, I would, I would take literally do my initial reductions. I talk a little bit, ask them Q and a, and then give them their first assignment they'd be working on. I could, I would sit down and I'd like write the

names. Like, um, these are the three people will be successful, like hyper successful. These 80% got kind of a shot and these 20% or whatever, like, like there's no way, like I should just refund their money and send them home because there's no way in infinity years they will ever have any success with any of this. And I would know within five minutes. It was crazy. Right. And it had a 100% do with like mindset and attitude.

It was crazy. And then we'd track people over the next year, five years, 10 years, and we'd see it. And sure enough, like with almost 100% accuracy, um, it was true. And there were, there were some shit, there were some people who, who changed, right. And there were the people who like, who shifted from like blaming the world also, like taking personal accountability. And like when a mistake would come up, they would no longer freak out and they would just, whatever people that invest in themselves, people who were like grateful for the investments, people who didn't complain about the investments. It was

crazy to me. Um, and, uh, there's a principle I learned from Myron Golden. Myron says, um, you don't attract who you want. You attract who you are. Okay. Write that one down. Like you don't attract who you want. You attract who you are. So if you look at like the way you interact with the, with the businesses you do business with, right? Like, um, if you come on here and you listen to my podcast and you take notes and you study and you apply and you do those kinds of things, what's fascinating is that because that's the type of person that you are, you're going to attract that kind of person. So if you have a podcast, you're going to attract the kind of people who go and they do that thing, right?

But if you come in and you sign up for a continuity program, for example, right? Maybe this is just the example I saw this morning. So it's top of my mind from an annoyance standpoint. But this person signed up, they wanted the $20,000 in free gifts, which I get, it's the offer, but they wanted to make sure that we didn't ship them the newsletter because, you know, I think they live in different countries. So instead of the $97 a month, it was going to cost them $140 a month to get the newsletter to their country.

And they didn't want that. They just wanted the free gifts and they wanted to refund as quick as possible. They wanted to cancel the blah, blah, blah. And they, you know, instead of just, you know, going to the help desk and canceling, they had to go to Facebook and post it and tell everybody why they were canceling and the reason and the purposes and why it wasn't worth it. And they just wanted the bonuses and that's why they were there and they weren't for it. I'm like, oh my gosh, like that, that part, I guarantee you, I would, I would bet a million dollars.

That person will never break the seven figure mark in their business ever. Probably not the six figure mark and probably not anything because guess what? The kind of person they are, the kind of consumer, the kind of buyer they are, they're going to attract people who are like them. They're going to attract people coming for the free offer and then cancel as quick as possible. They're going to attract people who go to the free luncheon to hear the seminar pitch, right? But then they'll never buy

because that's who they are, right? Like if you're the kind of person who's going to come and get a free lunch and then not pay for the thing later, like that's going to be the kind of person you attract because subconsciously you're going to create the offer and create the structure and the way you pitch it and your belief level and all those things are going to be synced of person you attract because subconsciously you're going to create the offer and create the structure and the way you pitch it and your belief level,

all those things are going to be synced with how you would have reacted to the offer. And if you're the kind of person who reacts where it's like you come in and you cancel and you, you, you come and you take and you never give, um, if that's the kind of person you are, guess what? That's the kind of person you're going to attract because subconsciously everything you do from how you pitch the product to the service, to the credit, create the offer, to the funnel, all the things are going to be synced because we don't attract who we want. We attract who we are.

Right? And so I'm telling you this as a warning because I'm, I know I'm preaching in the choir. I know that the people who are listening to the podcast are the, are the best, the best, right? You are the people who are the doers, the implementers, the people who are listening and actually doing something with this stuff. But I want you to understand that. Like, like look at your interactions.

If you're the kind of person who buys a product and then complains and then refunds and posts to the Facebook group about why you're not happy and all that kind of stuff, like that's the kind of customers you're gonna attract. I promise you that. But if you're the kind of person who buys something, invests and says,

okay, look, this isn't on the product owner to entertain me and to wow me, but it's my job to dig through this stuff and find the one gold nugget that's not gonna be worth the $97 this month. It's going to be worth the $100,000. Like, like that's, that's the kind of person you're going to attract. Right. I look at the newsletter, for example, like I know you guys don't know behind the scenes of it all, but you know, we acquired Dan Kennedy's company. He's had a newsletter that's been running since 1992.

And for years, Dan ran it. It was amazing. And then, you know, this private equity company bought Dan's company and they, you know, the last decade, the newsletters kind of, it hasn't been amazing. Right. So as I've taken it over, right, January 1st is the brand new issue number one, and I'm fired up and I'm excited. And I was like, I want to make sure this is amazing. And so I look at like, what was my role? My role is in each newsletters to curate the best stuff. Right. So, um, if you don't know the offer, basically you get two newsletters a month. You get the no BS newsletter from Dan, like the very beginning of the month and the middle month, you get the behind the scenes newsletter for me. So with Dan's thing, like when I renegotiate his contract, I was like, Hey, I want each issue to focus on a topic that I

have curated of all the Dan stuff, 40 years of stuff. Like what do I think are the most important principles and topics he taught? Right? So for example, January 1st, the thing he's talking is opportunity versus improvement. This is how we structure our offers. If you've read the expert secrets book, you know, I've talked about this, right? It's one of the most valuable, most powerful, most important things you could possibly do. So like, Dan, I want you to, I want you to go and talk about this again. So Dan went and, you know, based on like me curating of all the things I teach them in January, what's the most valuable thing I can give them? It's opportunity versus improvement, right? So I had Dan go and write a special, like new updated thing about that specific. I put a

newsletter and I took that and I took my, you know, 20 years of info now and I curated, uh, Dan stuff with me taking the best of what I've learned and how, when I learned from Dan, how I applied it, the examples, the case studies, all kinds of stuff. And I put it in this newsletter. So now you get this newsletter and it's like, not, not me going through, you know, and obviously we're giving a $20,000 bonus for people who joined the thing, but $20,000 bonus. Now you got to weed through all this stuff and find the principles, figure out applying. I went through and did all the work for you. I've spent probably a week of my time, which if you look at how I bill my hourly rates, I mean, that's like, you know, four or $500,000 worth of, um, if you

were to hire me to do this, went through all Dan's stuff, found the things, pulled out the best stuff, write it, wrote my context around Dan's article, put Dan's article in there and everything. And now it's there. And those who signed up, get that for free in January. Right. And worst case, if you're a lifelong member, you got to pay $97 to get that. But it's like, I spent a week of my life curating and figuring out the best stuff, simplified,

organized, put into a spot where it's like, this is the thing you should be focusing on today. Right. And then two weeks later, they get the next thing, which is me showing behind the scenes of arguably the, the membership funnel that has got the highest average cart value that I've ever seen. Um, that's going to give me the ability to outspend every other membership site on the planet because, um, we figured out the cart value and it's me showing behind the scenes, like here's page one, here's page two, here's page three, here's page four. Here's what we did. Here's why we did it. And like, that's comes as well. Like for free, right? Like that's the first two issues you get for free when you signed up. Like it's insane.

But there's people like, Oh, like I don't want to, I don't want to pay the $150. Cause I got to pay shipping. Cause it's coming further for me. Right? Like, okay. Um, I'm sorry that you're going to pay an extra $50. Like, um, and instead of just, you know, quietly canceling, let's go and make a big deal out of that on Facebook and the Facebooker because you're an idiot, right? Like that's, that's the reality of it. That person will never be successful. There's no chance on this planet. That person will have success in their business because guess what? They're going to attract who they are, not who they want. And they're going to attract a bunch of people like them who get the offer, who complained, who go and post about on Facebook, who do all these things as opposed

to like either number one, being grateful, like, oh my gosh, like a hundred bucks. I'm getting all of this hand delivered to me twice a month. Like that's insane. Or like, Hey, maybe it's not for me. And I understand that maybe it's not for you. I get it. But then just quietly going and canceling and then get back to what you're doing. Right? Like, anyway, it just blows my mind. So I just went around a little bit again. I know I'm preaching to the choir, but you attract who you are, not who you want. So become the kind of customer you want to be, become the kind of buyer you want to be, right? In my 20 plus years of doing this, I've only refunded something once. And then the person actually gave me the refund instead of complaining or posting form. I thought, you know what? Who cares? And I didn't worry about it, but I don't

ask for refunds. I don't ship things back, right? It's not on the product owner. It's on my job to say, look, the person put the time and effort into them and they get it and I got to find the nugget. I got to dig through this. I got to find it. And if I don't find it, that's on me, not on them, right? I take personal responsibility for everything. So guess what happens?

As a majority, I attract people who take personal responsibility. Like, oh, because I want to attract who I am. And so I try to become the kind of person I want to serve, right? And so for you, it's the same kind of thing I want you to think through. Anyway, um, Nora's got a Christmas concert today. I gotta go. I hope you guys are awesome. And I'll talk to you soon. All right. Bye. Thank you for listening to the marketing secrets podcast. If you've loved this episode, then please take a screenshot on your phone and post it to Facebook, Instagram, or wherever you post stuff and be sure to tag me and let me know why you like this episode

and what you'd like to hear in the future. That'll help me to know what to create for you. Also, Dan Kenney and I would love to give you the most incredible free gift ever designed to help you make maximum money in minimum time. This free gift comes with almost $20,000 worth of pure money-making information for free just for saying maybe.

You can get this gift from Dan and from me right now at NoBSLetter.com. Not only are you going to get the $20,000 gift, you also can get a subscription to two marketing newsletters that will be hand-delivered by the mailman to your mailbox each and every month, one from Dan Kennedy and one from me. To get this gift and your subscription,

go to NoBSLetter.com right now.